Want to know the secret to email marketing success? It’s all about the headline. There is nothing more important.
This is pretty ironic, because, if you are like me, your email flow goes a lot like this:
- Come up with a topic
- Write the text
- Pick a picture
With all this in hand, I head to my email marketing tool to copy and paste. But, wait, I don’t have a subject line! I haven’t put thought into the most important element.
Subject Lines that Get Opened
To write a great subject, you need to understand what captures attention and motivates someone to read more.
Write conversationally. Word your subject line in a friendly tone, much as you would if you were writing to a friend. One way to convey this is to write in sentence case (only the first word is capitalized.)
Subject lines that generate an emotional response are far more likely to be opened than logical subject lines. Make the reader be curious, feel urgency, or in need of an answer.
Use concrete details because details help capture attention. Details in your subject line grab your reader’s attention and create an emotional response that drives opens. Specificity also creates a sense of credibility.
How Many Words?
Character limit rules for subject lines are usually driven by character display limits in email in boxes rather than by customer behavior. Being emotional and specific is far more important than fitting into a set number of characters.
Your best guide to the ideal length is the preferences of your specific audience. Some audiences like short subject lines. Others prefer longer ones. Try long and short subject lines and see what works best for your readers.
For more email marketing inspiration, see these resources:
Latest posts by Jill Kurtz, Kurtz Digital Strategy (see all)
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